I remember several years ago as a student in my Advertising 101 class in New York City. We were discussing Unique Selling Propositions (“USPs”). The teacher asked the class to define a USP. I, along with most of the other freshmen, didn’t really understand the main concept back then.

A USP, or unique selling proposition, is simply the feature or features that make a business different from a similar business, and more importantly, how those features ultimately benefit the client.

A unique selling proposition really can be one of the hardest things to formulate as a new business owner. But if you take the formalities out of creating your USP and focus on how your business will be different from the competition, you’ll recognize obvious benefits that your customers will appreciate.

Foreclosure Cleanup USP Example

As an example, let’s say the owner of a foreclosure cleaning business is also a real estate agent, investor, and homeowner. (By default, the owner will also be a contractor as a foreclosure cleaning business owner.) All of these are great features that lend themselves to forming the USP of the foreclosure cleanup business.

But, in the above example, the primary benefit is NOT the fact that the foreclosure cleanup business owner is a real estate agent, investor, landlord, and contractor. The gold mine is, instead, in the benefit that these experiences will ultimately bring to the clients of the foreclosure cleanup business.

As? Because the foreclosure cleanup business owner will be able to relate to all aspects of a job because the owner will have been on all sides of a foreclosure cleanup transaction (a real estate agent hiring contractors; a investor who works and manages contractors; and an owner who works with realtors and contractors).

The business owner will have touched on all aspects of a garbage transaction at different stages of their career, wearing all hats. This experience will bring a different level of planning and overall understanding of a job that another foreclosure cleaning business owner (who has never been a real estate agent, landlord, or investor) will not have.

Ultimately this will also benefit the client when it comes to job planning, pricing, follow up, follow up and overall industry relationship.

Tell the world about your USP

You have all your USP. There’s no use having a unique selling proposition if you don’t point it out. You must market your USP and profit or your customers will never know.

For example, on your company’s website, create a header that says “What makes us different.” Take this opportunity to point out your USP and what it means to the customer. Consider creating a slog that summarizes your USP and include it on your business cards, postcards, on your car magnets and flyers, in your online marketing, and in other places you see fit.

Other Sample Unique Selling Propositions

Here are some sample USPs for various businesses to get you thinking:

Burger King: Have it your way. (Benefit: Satisfaction that a customer can make a simple burger like “their” burger at Burger King. I still remember the entire jingle from years ago. That’s how effective their USP was and still is.)

Bounty: The fastest picker-upper. A paper towel is a paper towel, but generosity saves time (the benefit) because it picks up spills faster than other paper towels.

Domino’s – Hot, fresh pizza delivered to your door in 30 minutes or less. (Although Domino’s has avoided delivery of 30 minutes or less or is free due to previous accident-related lawsuits, the alleged 30-minute or so is still associated as a positive benefit to your company when customers request delivery.)

Start formulating the USP of your business

Think about your foreclosure cleanup business and what it brings to the table. What will set you apart from the masses? What is it about you and your business that will make you different from other similar businesses, and how will those differences ultimately benefit your customers?

Also, make sure your unique selling proposition is true – it lives up to how you ultimately serve your customers.

Good luck planning your business and formulating the unique selling proposition of your foreclosure cleaning business.